There’s a new kid in town that's challenging the dessert monopoly of his more traditional counterpart: the cake. A cupcake revolution is afoot. As they gradually increase their market share, cupcakes are being seen as a more unique and casual alternative to a three-tiered monstrosity.

Jessica Young

Whether adorned with birthday candles, covered in meticulous icing rosebuds positioned around a fondant diploma or topped with bride and groom statuettes, cakes are a real slice of Americana. For all of life’s celebratory milestones, they’ve been the quintessential post-meal sweet treat.

Until now.

There’s a new kid in town that's challenging the dessert monopoly of his more traditional counterpart: the cake. A cupcake revolution is afoot. As they gradually increase their market share, cupcakes are being seen as a more unique and casual alternative to a three-tiered monstrosity.

“In the last few years, we noticed cupcakes really becoming mainstream and decided to jump on the bandwagon and help make this a trend,” said Nancy Siler, vice president of consumer affairs and public relations for Wilton Industries, a cake decorating and confectionery art company based in Woodridge, Ill. “They’ve really been gaining a lot of steam.”

Kelly Ford, owner of Banana Bakery in Westchester, Ill., has seen the shift firsthand — especially in the past six months.

“They are hot, hot, hot right now,” she said. “I’m doing a cupcake wedding this weekend. And I’ve got another Sweet 16 party coming up where they’re trading out the customary cake for red velvet cupcakes to correlate with the Hollywood theme.”

Rose Carvallo of Rose Petals Cakery, a Naperville, Ill.-based cupcake catering business, has experienced the surge in popularity of cupcakes and frequently has to turn customers away. In September alone, she had orders for about 600. And Carvallo has booked seven cupcake weddings this year.

“It’s a craze. I’m insanely busy and can’t keep up with the demand,” she said. “I think it’s really taking off because who doesn’t love a cupcake? They’re reminiscent of your childhood and really set a fun tone for the event.”

Bakers and industry experts alike attribute the phenomenon to reality wedding shows, media coverage of celebrity nuptials and bride resources such as The Knot, which expose average engaged couples to the hottest trends.

“The name of the game is differentiation these days — you want your personality to shine through in a way that sets you apart from your neighbor. Everyone is seeing these lavish affairs with out-of-the-ordinary accents and understanding what’s possible to execute,” said Holly Yumanino, a Carol Stream, Ill., event planner. “So people are renouncing the conventional and going for the details that are going to achieve the wow factor. That mentality has spilled over into the dessert discussion.”

These cupcakes are a far cry from a Suzy Homemaker’s sprinkle-laden, after-school snack or packaged dozen from the grocery store. Often, these are upscale, designer creations that offer as many bells and whistles as cakes. Many bakers consider them works of art, even.

“They can be dressed up or down,” said Kim Lennert, owner of Moveable Feast in Geneva, Ill. “We’ve decorated them with snowflakes for winter weddings or marzipan bumblebees and ladybugs with almond wings for summer celebrations. You can go whimsical or classy with strands of ribbons and flowers woven into the display.”

Carvallo regularly cuts monogrammed initials out of tinted modeling chocolate to use as a cupcake overlay, adding a nice personalized touch. And she has done everything from skull pirate heads for a cutesy children’s event, flame decorations for a firetruck-themed birthday party and 3-D monkeys for a jungle-themed soiree.

Because designers are decorating smaller surface areas at a time with cupcakes, the undertaking is less overwhelming, Ford said. Mistakes are easier to fix when there’s an inevitable slip of the pastry-bag-guiding hand.

Aside from the embellishments, consumers are realizing what flavor options are open to them. The standard-fare chocolate and vanilla are just the tip of the iceberg ever since there’s been a huge expansion in experimentation for mini treats, Siler said.

“Your batter and flavor profile options are endless: carrot cake, maple pecan, green tea, peanut butter, berry, tiramisu, lemon poppyseed, pumpkin, key lime,” she added. “You can take basic cake mixes and spice them up with extracts. You can substitute frozen juice concentrate for milk or water in recipes.”

Unlike cakes, which usually limit party throwers by forcing them to commit to one or two flavors, cupcakes can run the gamut. This allows guests to sample multiple tastes.

According to Wilton research, cupcakes and other personal treats also have a subconscious psychological appeal, Siler said.

“The individualized portions and presentations make people feel special because they don’t have to share,” said Siler. “They feel like they’ve received personal attention. It’s this ‘Just for me’ syndrome.”

But cupcakes’ gravitational pull doesn’t stop there. Cost, portability and convenience of serving all play a role, too. According to the Bridal Association of America, the average two- or three-tiered wedding cake costs between $5 and $10 per slice plus delivery and assembly charges. Many banquet halls add a cutting fee. Cupcakes range from $1.50 to $3 apiece and can easily be picked up and arranged by any amateur.

“From a labor standpoint, it’s a lot easier for me to do individualized desserts that I can package and box rather than tiered cakes that can be extremely heavy and have to be positioned right with rods on site,” Ford said. “And don’t assume you just have to throw cupcakes on a platter — those tower or tree structures you can display them on simulate the look of an impressive cake.”

Cupcakes have proved to be a perfect addition to any special occasion, and while trademark cakes are in no danger of becoming obsolete, they are getting a run for their money from the novelty items.

“People are taking a vested interest in delighting their guests, and offering this kind of little surprise is a great way of doing that,” Lennert said. “Cupcakes promote mingling rather than that feeling that you have to go back to your seat to sit down for cake time. They’re fun, and they’re the perfect way of breaking free from that typical chicken-and-green-beans banquet scenario.”